Branding and agricultural value chains in developing countries: insights from Bihar, India
Local brands are rapidly gaining agricultural market share in developing countries. However, it is not well understood how they reshape agricultural value chains and what the implications are for consumers and producers. In a detailed case study of the value chain of makhana in Bihar, we see the fas...
| Main Authors: | , , |
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| Format: | Artículo preliminar |
| Language: | Inglés |
| Published: |
International Food Policy Research Institute
2012
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/154004 |
| _version_ | 1855543460458659840 |
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| author | Minten, Bart Singh, K.M. Sutradhar, Rajib |
| author_browse | Minten, Bart Singh, K.M. Sutradhar, Rajib |
| author_facet | Minten, Bart Singh, K.M. Sutradhar, Rajib |
| author_sort | Minten, Bart |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Local brands are rapidly gaining agricultural market share in developing countries. However, it is not well understood how they reshape agricultural value chains and what the implications are for consumers and producers. In a detailed case study of the value chain of makhana in Bihar, we see the fast emergence —a doubling over five years—of more expensive packed and branded products. The effect on consumers is ambiguous. While the emergence of brands leads to increasing differentiation in retail markets, the brands in these settings provide mostly incomplete or misleading information for the consumer, and the quality of products contained in branded bags is often lower than for loose products. We also find that farmers realize few direct benefits from the presence of these brands. |
| format | Artículo preliminar |
| id | CGSpace154004 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2012 |
| publishDateRange | 2012 |
| publishDateSort | 2012 |
| publisher | International Food Policy Research Institute |
| publisherStr | International Food Policy Research Institute |
| record_format | dspace |
| spelling | CGSpace1540042025-11-06T07:26:29Z Branding and agricultural value chains in developing countries: insights from Bihar, India Minten, Bart Singh, K.M. Sutradhar, Rajib value chains branding consumer behaviour Local brands are rapidly gaining agricultural market share in developing countries. However, it is not well understood how they reshape agricultural value chains and what the implications are for consumers and producers. In a detailed case study of the value chain of makhana in Bihar, we see the fast emergence —a doubling over five years—of more expensive packed and branded products. The effect on consumers is ambiguous. While the emergence of brands leads to increasing differentiation in retail markets, the brands in these settings provide mostly incomplete or misleading information for the consumer, and the quality of products contained in branded bags is often lower than for loose products. We also find that farmers realize few direct benefits from the presence of these brands. 2012 2024-10-01T13:58:53Z 2024-10-01T13:58:53Z Working Paper https://hdl.handle.net/10568/154004 en Open Access application/pdf International Food Policy Research Institute Minten, Bart; Singh, K. M.; Sutradhar, Rajib. 2012. Branding and agricultural value chains in developing countries: insights from Bihar, India. IFPRI Discussion Paper 1207. Washington, DC: International Food Policy Research Institute (IFPRI). https://hdl.handle.net/10568/154004 |
| spellingShingle | value chains branding consumer behaviour Minten, Bart Singh, K.M. Sutradhar, Rajib Branding and agricultural value chains in developing countries: insights from Bihar, India |
| title | Branding and agricultural value chains in developing countries: insights from Bihar, India |
| title_full | Branding and agricultural value chains in developing countries: insights from Bihar, India |
| title_fullStr | Branding and agricultural value chains in developing countries: insights from Bihar, India |
| title_full_unstemmed | Branding and agricultural value chains in developing countries: insights from Bihar, India |
| title_short | Branding and agricultural value chains in developing countries: insights from Bihar, India |
| title_sort | branding and agricultural value chains in developing countries insights from bihar india |
| topic | value chains branding consumer behaviour |
| url | https://hdl.handle.net/10568/154004 |
| work_keys_str_mv | AT mintenbart brandingandagriculturalvaluechainsindevelopingcountriesinsightsfrombiharindia AT singhkm brandingandagriculturalvaluechainsindevelopingcountriesinsightsfrombiharindia AT sutradharrajib brandingandagriculturalvaluechainsindevelopingcountriesinsightsfrombiharindia |